Place Vendôme

A Trilogy of Excellence

Successfully launched on 15 April 2022, Place Vendôme is a multi-billion Qatari Riyal mixed-use development in Lusail, Qatar that has quickly set a new benchmark for retail experiences in the region. Here, RLI converses with Shane Eldstrom, CEO of United Developers, owners of the luxury mall, to discuss the scheme’s award-winning recognition since opening and what its next steps are.

The initial goal of Place Vendôme was to establish a location that combined splendour, lifestyle and innovation in order to revolutionise Qatari shopping. As they celebrate Place Vendôme’s third anniversary, it has established itself as a leading retail and leisure destination that attracts Qataris, Qatar residents and international visitors alike.

With a vision of enhancing Qatar’s developing retail ecology, the luxury mall was designed to be a high-end lifestyle destination. In line with the country’s goals of becoming a world-renowned centre for shopping, hospitality and entertainment, the concept is set to further solidify its position as a leading choice for international travellers and high-net-worth individuals.

“We prioritise exclusivity, personalisation and immersive experiences. From concierge services to curated brand collaborations, our aim is to offer a shopping experience that goes beyond transactions and fosters deeper customer engagement,” highlights Shane Eldstrom, CEO of United Developers. “Our connection to our own Le Royal Meridien Hotel – recently recognised as one of the world’s top 100 luxury hotels – ensures that international visitors can seamlessly shop, dine, entertain and stay in a fully integrated luxury experience.”

It has been an incredibly successful three years since opening for Place Vendôme, even though these initial years posed some challenges, as is the case with any major retail scheme. Navigating global supply chain disruptions, adapting to evolving consumer behaviour and maintain a competitive edge were all issues that the site has had to overcome. However, by staying agile, investing in customer experience and fostering strong brand partnerships, they have successfully turned these challenges into growth opportunities.

As we discuss the emerging trends that will shape the future of the luxury retail market in Qatar and how the mall fits into this, Eldstrom explains that the rise of experiential retail has transformed consumer expectations, with shoppers seeking engagement beyond traditional transactions. In response to this they are expanding brand activations, luxury events and VIP experiences to create immersive and memorable interactions that elevate the shopping journey.

“Digital integration and personalisation are also reshaping the luxury retail landscape. Our data-driven approach allows brands to tailor offerings to customer preferences, enhancing loyalty and engagement while delivering a seamless, customised shopping experience. By leveraging technology and consumer insights, we ensure that Place Vendôme remains at the forefront of innovation in luxury retail.”
A core pillar of the destination’s commitment to the future of luxury retail is that of sustainability. As a GSAS-certified sustainable development, they uphold the highest environmental and energy efficiency standards and require all tenants to align with these principles. This makes sure that their entire ecosystem operates responsibly, contributing to a greener, more sustainable future while maintaining the excellence and prestige expected in luxury retail.

A core pillar of the destination’s commitment to the future of luxury retail is that of sustainability. As a GSAS-certified sustainable development, they uphold the highest environmental and energy efficiency standards and require all tenants to align with these principles. This makes sure that their entire ecosystem operates responsibly, contributing to a greener, more sustainable future while maintaining the excellence and prestige expected in luxury retail.

Looking at ways to further enhance the status of the mall as a luxury retail destination, Eldstrom and his team at United Developers are actively developing plans that include enhancing VIC (Very Important Customer) services, integrating digital solutions to enrich guest communication and engagement and introducing exciting new brands to further expand their already exceptional retail offering. The CEO says these initiatives will ensure an even more seamless, personalised and exclusive experience for their visitors.

“As Qatar positions itself as a world-class destination, Place Vendôme serves as a flagship project driving this vision. With our integration of luxury shopping, world-class dining, five-star hospitality and entertainment, we contribute significantly to the country’s economic diversification and tourism appeal,” comments Eldstrom.

“Our recent sponsorship of the launch of the Michelin Guide in Doha is a testament to our commitment to fostering meaningful partnerships that elevate Qatar’s luxury and lifestyle offerings. It not only reinforces Place Vendôme’s status as a premier destination but also enhances Qatar’s culinary landscape, attracting global recognition and further solidifying the country’s reputation as a top-tier gastronomic and tourism hub.”

The site is also deeply committed to engaging with the Qatari community through cultural events, local brand support and partnerships with home-grown designers. One key initiative is St. Germain, a destination within a destination, which provides a platform for local entrepreneurs to develop and showcase their vision in a world-class retail environment.

In addition, its collaboration with Qatar Museum further reinforces their cultural engagement with a first of its kind activation displaying key artefacts from their collection, bringing heritage and history into the heart of the site. This, along with numerous other seasonal activations, education programs and charity initiatives, reflect Place Vendôme’s ongoing commitment to enriching the local landscape and fostering a deeper connection with their visitors.

“As we move into our fourth year, we are leveraging three years of quality data to refine our strategies and further solidify our position as Qatar’s premier destination. Our mission is clear – we are working closely with our retail partners on expansions, exclusive collaborations and strategic partnerships to guarantee we remain at the cutting edge of the market,” says Eldstrom.

“By continuously analysing consumer trends and performance metrics, Eldstrom feels they are enhancing their brand mix, customer experience and digital engagement to attract further global luxury brands and reinforce Place Vendôme’s status as a world-class hub for luxury, premium high street, dining and entertainment.”

www.placevendomeqatar.com